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# 30 years' experience in Middle East/Africa. Have lived in Saudi Arabia (KSA) for 7 years # Business turnaround specialist # P&L management responsibility for over a decade # 7 years' work experience with Distributors, the rest with leading Fortune 500 companies # Management, Sales, Marketing and Product Management # Sourcing # Private Label # Home Appliances, Air Conditioning, Audio/Video, Gaming # Mature professional known for team play and personal integrity # Sony, Samsung, Panasonic, Bosch, Electrolux, Toshiba, Sharp
I was the head of the Consumer Electronics Division at Modern Electronics- Sony Distributor in Saudi Arabia. P&L responsibility for Consumer Electronics Division. Reporting to COO.
As a Senior General Manager, I was the head of the Consumer Sales & Marketing Division . My mandate was to lead my team to achieve the top line and the bottom line for GCC countries. I had full P&L responsibility. Product Range- Air Conditioning, Major and Small Domestic Appliances, Personal Grooming, Televisions, Cameras, Audio/Video and Home Telephones.
As the Head of the AV Division, I managed Samsung's AV Business (Televisions, Audio/Video and Cameras) in the GCC •Responsible the P&L of the AV Division with a team of 18 people •Ensured continuous market share growth for Samsung Flat Televisions •Successfully launched Samsung Digital Still Cameras – reaching double digit market share in GCC and number 3 position in some markets •Enhanced Samsung AV products’ visibility at store front •Cultivated strong, strategic relationships with channel partners
During a progressive career at Sony-spanning over 16 years, I delivered in varied roles. 2005~2008 Deputy General Manager-Levant and North Africa I managed Sony’s business in North Africa and Levant region, with P&L responsibility for the US$ 120 million business. I worked with distributors and other trading partners to optimize sales, profitability, brand preference and after-sale satisfaction. •Improved strained relationship with some business partners •Implemented best practices of the GCC market in the Levant region •Successfully launched ‘Bravia’ LCD televisions in Levant and Africa 2001 ~2004 Senior Manager- Marketing I was the head of the Marketing function (Advertising/ PR/ Events) for the MEA region, leading a team of 15 people and with an annual marketing budget of over US$ 40 million. During my tenure, Sony brand image was enhanced continuously and resulted in a price premium for the brand in most of the product categories 1997~2000 Sales & Marketing Manager-PlayStation I set up a new department to launch the PlayStation business and took it to an annual turnover of US$ 25 million within three years. I also established alliances with software/ accessory companies that complemented this business growth. 1996 Product Manager-Telecom Products I was in charge of mobile phones and cord-less home telephones. 1992~1995 Marketing Officer- Colour Televisions Part of the team that launched ‘Kirara Basso’-a premium range of large screen CRT televisions.